History: A look at some of the early studies of media effects can help explain today’s theory and research.

Theory and Research: Research findings have led to the development of various theories. When you look at a combination of these theories, the complexity of today’s media effects becomes more apparent.

Controversies: Media effects are not as straightforward and clear-cut as some observers have made them out to be. This has led to arguments, disagreements, and debates about the impact of media.